Sweet, the first ever straight to snapchat editorial brand.
In 2016, I was the Art Director of a team hired by Hearst/Snapchat to create a new media brand for Snapchat's Discover platform.
I worked with a team of motion graphics designers and illustrators to create original art daily. The result was beautiful animations and illustrations that elevated the brand, and platform.
Each new edition of Sweet featured things you needed to know about from fashion, beauty, music, entertainment, culture, travel, food, and more.
HERE'S A LOOK AT SOME OF THE HIGHLIGHTS.
Special Editons were themed, and often featured more stories & content than a regular issue. These allowed for fun and exclusive design moments.
The United States of Sweet
five special editions, focused on American Cities, Created in response to an advertiser,
Sundance 2016 Edition
covered the best talent and films at both the 2016 and past Sundance Film Festivals
National Parks Anniversary Edition
celebrated the 100th anniversary of the National Parks Service
Most stories swiped up to a longform article.
Here's a quick look at some of Sweet's custom designed long form article layouts.
The design of Sweet was clean, unisex, modern, utilitarian, and whimsical.
I created a graphic system featuring franchises and category icons which, along with crisp typography, expressed the tone of voice, and helped create a navigational system for the viewer.
The four main colours and two typefaces ensured that our content was quickly recognizable and shareable, to help it stand out amongst the rest of the content on Discover, as well as making sure it was easily readable on mobile devices.